Characterising Online Museum Users: A Study of the National Museums Liverpool Museum Website

David Walsh, Mark Hall, Paul Clough, Foster Jonathan

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38 Citations (Scopus)
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Museums are increasing access to their collections and providing richer user experiences via web-based interfaces. However, they are seeing high numbers of users looking at only one or two pages within 10 seconds and then leaving. To reduce this rate, a better understanding of the type of user who visits a museum website is required. Existing models for museum website users tend to focus on groups that are readily accessible for study or provide little detail in their definitions of the groups. This paper presents the results of a large-scale user survey for the National Museums Liverpool museum website in which data on a wide range of user characteristics was collected regarding their current visit to provide a better understanding of their motivations, tasks, engagement, and domain knowledge. Results show that the frequently understudied general public and non-professional users make up the majority (approximately 77%) of the respondents.
Original languageEnglish
Pages (from-to)75-87
Number of pages13
JournalInternational Journal on Digital Libraries
Issue number1
Early online date5 Jul 2018
Publication statusPublished - 1 Mar 2020


  • digital cultural heritage
  • museum website
  • user research
  • user groups
  • survey
  • Digital cultural heritage
  • User research
  • User groups
  • Survey
  • Museum website


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  • Analysis of Transaction Logs from National Museums Liverpool

    WALSH, DAVID., Clough, P., Hopfgartner, F., Foster, J., Kontonatsios, G. & Hall, M., 10 Sept 2019, p. 84-98. 14 p.

    Research output: Contribution to conferencePaperpeer-review

    Open Access

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